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Why Clients Choose You— Hint, It’s Personal

March 13, 2017 | By Nanette Newbry

“Cult” may be such a strong word these days, however, marketers sometimes use the phrase “cult of personality” to describe revolutionary branding and marketing strategies that produce loyal brand customers. You’ve heard of some of these: In-N-Out Burger, Trader Joe’s and Apple.

Whether your company is big or small, B2B or B2C, the strategies and tactics used by these successful companies to create strong brand personas will work just as well for you.

Oftentimes, B2B companies miss out on brand strategy because they’ve boxed themselves in by thinking “we don’t really need this.” We know differently and have the ROI to prove it. You can learn how to build a strong brand personality from our latest free ebook, How to Discover Your Brand Personality.

The truth is, if none of your competitors are using these strategies, you have an advantage over them and a prime opportunity to get ahead of your competition by employing the following tactics first.

Here’s How to Get Started:

Record the unique aspects of your company that set you apart. For example: does your company recycle like crazy and focus energy towards sustainability?

Discover and express your team personality. For example: during get-togethers or meetings, are your people playful, supportive, open-minded or inventive? Clients want to connect with people, not companies, so you want to show them what kind of people make everything happen. Be authentic on your website and in all your marketing communications.

Aim to understand your ideal customers. Studies show that the majority of a company’s profits come from the minority of their customers, their best, most loyal customers. You want to understand what makes your ideal customer tick, what motivates them, and what your company should do to help solve their challenges.

Do research and jot down good ideas. Look at what your non-competitors are doing in terms of brand personality, messaging and storytelling. Absorb the good ideas and adjust your own messaging to fit your company’s brand personality.

Begin to build trust. All of these steps are aimed to help you discover your company’s personality and its values. But none of that will be useful if you don’t apply it towards contact points with your customers that build relationships and trust with them.

Statistics Show that Subjective Feelings Matter

Countless statistics reinforce the idea that subjective factors like reputation, trust and relationship continue to sway business decisions, including those of executives. By expressing your brand personality in the right way, you can take steps towards cementing the relationship between you and your customer.

When choosing a company to do business with, 70% of executives cite company reputation and 53% for company culture as the most influential factor. —Fortune Knowledge Group, Gyro Study

Create a Strong Personality for Your Brand

We help companies find their true essence, what they stand for and how to leverage their core strengths to attract ideal clients.

The first stage is brand positioning which includes developing your mission, vision, audience and more. The second stage is creating a brand personality that will connect with the emotions and values of your target audience, which includes:

Identify the archetypes of you and your customers

Determine your core attributes and values

Develop brand messaging, voice and tone

Our second ebook, How To Discover Your Brand Personality, teaches you how to start building a personal and emotional connection between you and your customers.

You can get the ebook here, or call us at 760-729-8205 to request one.

How To Discover Your Brand Personality

Part Two of a three-part series on “The Quest for a Great Brand.” You’ll learn how your brand will become irresistible by leveraging your archetype, values and messaging.

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The amount of interest and effort that you put into the work for our company was more than I expected. The resulting strategic brand management plan, the website, and the excellent logo your firm developed are more comprehensive than I imagined possible when we started working with your company. You promised a lot but delivered so much more – always with an open curious mind and a willing attitude. Thank you for the contribution you have made toward the growth of our company.